Adelaide’s spring events to generate $50 million for South Australian economy

By David Russell

Good news Adelaide! You don’t need to wait until #MadMarch to get your festival on anymore. A growing number of event organisers are capitalising on the demand for revelry at other times throughout the year and are staging increasing popular festivals in spring.

Big ticket events launching in the next few weeks include OZAsiaAdelaide Fashion Festival, the Adelaide Film Festival, CheeseFest and Feast Festival. Audiences are embracing the spring calendar, with more than  800,000 people set to attend events in October and November.

The growth in popularity of spring events has revealed a glaring need for a new ‘#MadMarch’ style hashtag. Brand South Australia is running a competition to select a new hashtag on its Facebook page.

The state government says the spring events could result in as many as 20,000 additional hotel bed nights and $3.2 million more in accommodation revenue, as well as a flow-on effect for the taxi industry, restaurants and retail outlets. The total contribution to the visitor economy of the spring calendar is expected to be more than $50 million.

“South Australia must take advantage of our strengths and one of our key economic priorities is to be a growing destination choice for international and domestic travellers,” Minister for Tourism Leon Bignell said.

“In this year’s State Budget we invested an unprecedented $35 million over two years to promote South Australia to domestic and key international markets, to secure new major events and conferences and create thousands of tourism-related jobs.

“While Mad March has long been renowned as the busiest time in Adelaide’s events calendar, this October and November is going to be just as action-packed.

“Having a lot of events on at the same time of year is a good thing. It creates a sense of excitement and builds on our reputation of being a vibrant, dynamic city.

“Adelaide is used to setting the standard on great events. People all around Australia and the world travel here specifically to see the Santos Tour Down Under, cricket and AFL at the redeveloped Adelaide Oval, Adelaide Fringe, Clipsal 500 Adelaide, Adelaide Festival and WOMADelaide.

“As well as these additional spring events, there is a range of other things to see and do throughout the state including the Gorgeous Festival in McLaren Vale, Ceduna’s Oysterfest, the Kangaroo Island Art Feast and the Semaphore Music Festival to name just a few.

Events to be held over the next eight weeks in Adelaide include: OzAsia Festival, Australian Masters Games, Asiafest, Adelaide Festival of Architecture and Design, Festival of Contemporary Aboriginal and Torres Strait Islander Art, ITU Duathlon World Championships, Adelaide Film Festival, Adelaide Motorsport Festival – incorporating Classic Adelaide Rally, Bridgestone World Solar Challenge, Adelaide Fashion Festival, CheeseFest, Credit Union Christmas Pageant, Feast Festival, Australian International 3-Day Event – incorporating the Equestrian Grand Final, Pacific School Games, AC/DC and KISS concerts, Adelaide United vs Melbourne Victory A-league and the NAB AFL Draft.

The Adelaide Festival Centre, which hosts OzAsia, is a Brand South Australia member.